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Flight 05 of 10Buckner Retirement Services

Finding where families drop off before the tour.

A competitive market analysis for a senior living provider that needed more of its interest to become tours.

The number
20%More inquiries became tours
Discipline
Data, Audit
What we made
  1. 01Market analysis
  2. 02Funnel review
  3. 03Conversion strategy
  4. 04Site recommendations
Residents talking in a bright apartment with a view of the city

Overview

Turning interest into tours

Buckner Retirement Services needed its website to turn interest into tours, and choosing where to live in retirement is one of the biggest decisions a resident and their family will ever make. The site was earning attention, but too little of it became a visit. The project was an audit before it was anything else: a competitive market analysis to find exactly where people fell away, and recommendations aimed at that point and nowhere else.

Residents playing cards at a table while a nurse looks on

Challenge

A big decision and a leaky path to it

Families weighing senior living compare their options carefully and slowly. Every unclear step between a first inquiry and a scheduled tour is a chance to lose them, and a family that drifts away rarely comes back. Buckner could see that inquiries were not becoming tours often enough, but not why. The challenge was clear: find the specific moments where people dropped off, instead of redesigning everything and hoping.

Project plan

Measure first, then recommend

Before recommending anything, we mapped the path. We ran a competitive market analysis to see how Buckner compared with the communities families were weighing it against, then reviewed the journey from inquiry to tour one step at a time to find where it leaked. The conversion strategy was built on what that analysis showed rather than on best practice in general, so every recommendation traced back to a real drop off point.

A senior living tower lit up at dusk above a landscaped drive
Stone and timber senior living buildings around a lawn with wooden benches and oak trees

Execution

Recommendations aimed at one point

With the drop off points identified, we turned the findings into a focused set of site recommendations. Each one targeted a specific moment between inquiry and tour, the places where families hesitated or stopped, and each could be traced to the finding that justified it. Nothing was recommended for its own sake. The result was a short list the team could act on, with a clear reason behind every change.

Two residents laughing over a game of cards

Results

20% more inquiries became tours

Once the recommendations were in place, 20% more inquiries became tours, from the same traffic. Beyond the number, Buckner came away with a clear picture of its market, a funnel it understands step by step, and a way to judge future changes against the point where families actually decide. Most importantly, more families took the step from wondering to visiting, which is where the real decision gets made.